5 lessons on the importance of print in biopharma in a post-pandemic world
Like us bend the curve On the pandemic, biopharmaceutical companies have started to reassess their relationships with print vendors to determine what works and what doesn’t. Supply chain disruptions have infiltrated nearly every industry over the past 18 months, and printing was no exception.
“Unforeseen changes in supplier sourcing have resulted in the identification of discrepancies by many organizations, where the print vendors they have traditionally worked with have had to temporarily or permanently close their doors due to the impact of pandemic, ”explains Christine Salamondra, head of national accounts at FedEx Office.
Even as the office culture changes and some biopharmacy professionals continue to work remotely, the need for printed materials remains. But we’ve already seen that printing documents from a personal printer in your home office isn’t the answer. To capture and retain the attention of physicians, patients, and payers, media must look professional and meet brand standards.
Aimee DiCicco, senior vice president of revenue operations and product development at FedEx Office, notes that as the United States continues to reopen, many companies are establishing new relationships with print and distribution vendors. reliable. They learned the importance of reaching a large audience in the right place at the right time through printed signs, clinical trial recruiting brochures, literature and training kits, branded marketing materials, security-related graphics and other media. These relationships help biopharmaceutical organizations focus more on their core business and less on printing logistics.
“This pandemic has provided businesses with a window to re-evaluate their printing operations, and it has also presented new opportunities on how to manage the print communication process,” says DiCicco. “And it’s true whether you are a small startup or a very large player in space.”
For biopharmaceutical companies reconsidering their communications strategies as they navigate the new normal, here are five lessons about what the pandemic has taught the industry about the power of print.
1. Speed matters.
Developing new therapies and vaccines means recruiting hundreds of thousands of clinical trial participants, as well as doctors and distributors. Printed materials are needed to reach each segment of potential patients upon approval, as well as to educate the general public about the efficacy and safety of vaccination and drugs in order to achieve timely adherence. . Finding the right supplier is essential to reaching healthcare providers, patients, and payers, whether you are sending direct mail, brochures, hardware kits, signs, or other materials. “Faster time to market is the ultimate goal of product development, ”says DiCicco.
DiCicco says customers choose FedEx Office because it has thousands of locations across the country for printing, backed by a strong logistics and transportation network. Plus, if last minute changes are required to materials, whether due to new data for a clinical trial or changes made by a federal agency, those changes can be made quickly from anywhere. “We can pivot quickly and be responsive without increasing costs significantly and in a way that reflects the brand consistently,” says DiCicco.
2. Printing reaches customers where they are.
In today’s world, it’s not a question of “one or the other” when it comes to digital and print. Print remains a proven way to reach a diverse audience, including people who don’t have access to online resources and people who are overwhelmed by their overflowing email inbox.
“These days, with the overload of emails, texts and digital communications clutter, we are seeing that people are reacting more to printed materials, for example by getting information about vaccines from posters. in the waiting room, ”explains Salamondra. These printed materials can also include letterbox flyers, workplace and event signage, brochures, or other media that disrupt the digital clutter.
3. Supply chains are vulnerable.
As offices and labs across the country closed due to the pandemic, biopharmaceutical company leaders scrambled to find ways to stay in touch with customers. Many struggled because they were unable to access printing technology in the office. Others encountered difficulties when their local printing supplier closed its doors.
For DiCicco, an important lesson learned from the past year is that there is tremendous value in selecting a supplier that has a large footprint and is flexible and able to scale. “Having a national print provider, like FedEx Office, with the footprint that we have that can produce and distribute variations of this communication means less transit time. This means less behind-the-scenes logistics work and planning for biopharmaceutical experts, and it gives a sense of reliability to be able to print and distribute through this supply chain in a way that helps move innovative ideas forward faster. and can help reduce costs lower by reducing these transport needs, ”she said.
4. Safety is important.
Hackers are continually finding new, faster ways to access sensitive information. In recent weeks, oil and meat producers have had to contend with destructive cyber attacks. When choosing a printer, biopharmaceutical companies should look for safe, secure and reliable systems.
For its part, FedEx Office works directly with its biopharmaceutical customers to understand their safety requirements. “We are developing personalized workflows to manage their sensitive data,” explains Salamondra. Additionally, the company has secured production sites away from consumer access as an additional means to help protect customer information.
5. It is best to let the experts invest in the printing equipment.
Biopharmaceutical companies “are looking to be the first to solve a problem,” says Salamondra. As they focus on these core priorities, trust the printing and logistics experts to do the job they do best.
“Outsourcing printing to a supplier can mean quality, consistency, flexibility and cost control,” says DiCicco. “Your expertise, time and investment should be at the heart of your business, and whatever your size, bringing in the experts in these print communication spaces can really help you get the most out of the outlet, ”she says. .
“Whether you’re a large company or a startup, every dollar counts. And you want every dollar to work for you in terms of patients,” says DiCicco. “We truly believe that in today’s world the idea that a business should be over-invested in printing equipment is simply outdated.”
To learn more about how FedEx Office can help your biopharmaceutical business, visit fedex.com/corporate solutions today.